Book Series: Why We Post

Open access for this publication was provided by the following grant: FP7 Ideas: European Research Council - 295486

Abstract

One of the first ethnographic studies to explore use of social media in the everyday lives of people in Tamil Nadu, Social Media in South India provides an understanding of this subject in a region experiencing rapid transformation. The influx of IT companies over the past decade into what was once a space dominated by agriculture has resulted in a complex juxtaposition between an evolving knowledge economy and the traditions of rural life. While certain class tensions have emerged in response to this juxtaposition, a study of social media in the region suggests that similarities have also transpired, observed most clearly in the blurring of boundaries between work and life for both the old residents and the new.

1 online resource (xi, 244 pages)

One of the first ethnographic studies to explore use of social media in the everyday lives of people in Tamil Nadu, Social Media in South India provides an understanding of this subject in a region experiencing rapid transformation. The influx of IT companies over the past decade into what was once a space dominated by agriculture has resulted in a complex juxtaposition between an evolving knowledge economy and the traditions of rural life. While certain class tensions have emerged in response to this juxtaposition, a study of social media in the region suggests that similarities have also transpired, observed most clearly in the blurring of boundaries between work and life for both the old residents and the new

Includes bibliographical references (pages 208-240) and index

1. Panchagrami and its complexities -- 2. The social media landscape: people, their perception and presence on social media -- 3. Visual posting: continuing visual spaces -- 4. Relationships: kinship on social media -- 5. Bringing home to work: the role of social media in blurring work-non-work boundaries -- 6. The wider world: social media and education in a knowledge economy -- 7. Conclusion: social media and its continuing complexities

Half Title; Series Information; Title Page; Copyright Page; Introduction to the series Why We Post; Acknowledgements; Contents; List of figures; List of tables; 1 Panchagrami and its complexities; Where is Panchagrami?; A brief history of Panchagrami; Infrastructural development post 1990; People of Panchagrami; Transformation of space; Politics and governance; The project framework; Conclusion; 2 The social media landscape: people, their perception and presence on social media; The mobile phone, internet and Orkut; Choice between voice and social media; Facebook: class, caste and gender

WhatsAppTwitter; Conclusion; 3 Visual posting: continuing visual spaces; Introduction; An overview of offline visual culture at Panchagrami; Public visual culture; Visual culture at home; 'In betweeners'; How does social media reflect this visual culture?; Continuing visual culture; A snapshot of visuals at Panchagrami; Section 1: Public; Cinema; Politics; Section 2: Private and home; Category 1: The focus is on me!; Category 2: It's about what you do!; Category 3: Background showing status; Category 4: Self in a group (friends); Category 5: Self in a group (family)

Section 3: 'In betweeners'Daily greetings; Mixed genres; Conclusion; 4 Relationships: kinship on social media; An introduction to kinship in Panchagrami; Intergenerational communication; Married couples and polymedia; Chandralekha and Ranga; Aarthi and Akilan; Deepa and Vasu; Sri Lakshmi and Karuppiah; Indra and Arvind; Vasudha and Mahesh; Radhika and Santhanam; Facebook as a performative platform for couples; Saranya and Srijith; Chaya and Varun; Sandhya and Gopal; Communication between siblings; Communication with extended family; Facebook and fictive kinship; Conclusion

5 Bringing home to work: the role of social media in blurring work-non-work boundariesWork -- the anthropological view; Work, caste and kinship -- a historical view from India; IT work culture; Bypassing restrictions; Office communicator; Anita and Purushottam -- a couple on the inter-office communicator; Ramanan and Balashankar -- cycling buddies; Cricket matches and Abhishek's office; The re-integration of work and home cultures; Mediating structures in the IT industry: kin-based networks in lower socio-economic classes; Conclusion

6 The wider world: social media and education in a knowledge economyA day in the life of Ranjith; Ranjith is 15 years old and from an upper middle-class background. He attends an international school.; A day in the life of Pandian; Pandian is 15 years old and from a lower socio-economic background. He attends a private local school.; Introduction; Knowledge economy: an identity that inspires aspirations; School system at Panchagrami; ICT and social media in schools; Accessing social media on mobile platforms; Social media: friending teachers; Social media and parent-teacher associations (PTA)

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